Femoston - Abbott

Abbott needs to solidify their position as the trusted partner for empowering women going through menopause. There is a lack of information available, and women are left to deal with their symptoms alone. We needed to make it clear that Abbott is there to hear them.

The idea: This route highlights the current unspoken nature of menopause, because a condition which affects over half of the world’s population shouldn’t be a taboo, unspoken subject. Let’s talk about menopause, uncensored.

This execution shows how women feel unable to talk about menopause through hard-hitting portraits of women without a mouth, evoking the feeling of not having a voice.